Study: users not happy with SFA analytics


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According to a hot-off-the-presses study by Dimensional Research, only 19% of users are “satisfied” or “very satisfied” with their current solution for SFA analytics. Furthermore, more than 80% say they had to use additional tools (Excel is the most popular choice) to analyze SFA data.

When I’ve spoken with analytics providers like Birst (the company that commissioned the study) and Cloud9 Analytics, they say the problem is that CRM/SFA systems are transactional. They aren’t designed to analyze how data changes over time. For that, you need to use other BI/analytics tools including cloud-based data mart solutions.

The study (available for free download here, registration required) showed that 86% of users face challenges with their business analytics. About half (see chart below) say they can’t do “what-if” analysis or do cross-department analysis. Pipeline analysis is another major trouble spot.

Source: Dimensional Research

To be fair, it’s not just a problem for users. The study found similar results for other SFA providers. As I said, it’s a limitation inherent in the design of CRM systems. And it may be one reason that has not provided very robust analytics to this point, which opens up opportunities for other solutions.

For more on this study, read the press release or view the infographic below.


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